On the 19th, a postal delivery worker is placing the booklet-type election notice for the 21st presidential election into a mailbox at an officetel in Gangnam-gu, Seoul. Photo by Yonhap News

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Ahead of the 21st presidential election, booklet-type election brochures are being delivered to every household. Although smartphones and other digital devices have become widespread, printed election brochures remain an important promotional tool because they allow voters to grasp the policy directions of presidential candidates at a glance, despite the cost burden.

What is notable is that each candidate's election brochure differs in length, content, and design, but is created based on their own campaign strategies. When you open the election mail, you will find election brochures from six candidates. Lee Jaemyung of the Democratic Party of Korea and Kim Moonsu of the People Power Party each produced a total of 16 pages, while Lee Junseok of the Reform New Party produced a total of 4 pages.

Ahead of the 21st presidential election, 'booklet-type election notices' delivered to every household.

Presidential candidates' policy directions at a glance, still an important promotional tool.

Unfinished stories included in QR codes linking to YouTube channels and policy pledge pages.

Kwon Youngguk of the Democratic Labor Party, Hwang Kyoan (Independent), and Song Jinho (Independent) each produced brochures consisting of only 2 pages, front and back. According to the Public Official Election Act and the rules of the National Election Commission, presidential election brochures can be up to 27 cm in length and 19 cm in width, with a maximum of 16 pages. Lee Jaemyung and Kim Moonsu, who had sufficient campaign funding, provided the maximum allowed under the regulations.

Lee Jaemyung presented the theme of 'Ending Rebellion and Restoring Democracy', addressing the overcoming of the December 3, 2024 rebellion and proposing policies focused on artificial intelligence (AI) and the economy. He emphasized his capabilities as a politician rather than his personal story. Each page features concept photos of Lee in the same attire but with different gestures, highlighting his leadership in overcoming crises.

Kim Moonsu put his personal life, philosophy, and policy vision at the forefront. Through phrases like "I have walked the path of justice" and "I chose conviction over reward and walked a clean path," he emphasized his values of morality and integrity. As the presidential election was triggered by the impeachment of former President Yoon Sukyeol, he focused on his personal strengths rather than the People Power Party brand.

Photo by Naju Seok

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Lee Junseok used a 'handwritten letter' as his secret weapon. Despite describing his handwriting as poor, he said, "I greet you in my own handwriting to convey my sincerity." He pledged to change the times through generational change. Lee Junseok has previously presented brochures written in his own handwriting, but this time his penmanship showed noticeable improvement compared to the past.

Kwon Youngguk sent brochures the same size as those of the major candidates, but his consisted of only a single sheet, front and back. Excluding the candidate information disclosure required by law, there was only one page available to introduce himself. Kwon introduced his pledges such as increased taxes on the wealthy and welfare for ordinary citizens, as well as his personal background. Hwang Kyoan and Song Jinho each highlighted their core messages: eradicating election fraud and solving economic and financial issues, respectively.

Many candidates included QR codes for additional information. Kim Moonsu linked to his YouTube channel, Lee Junseok to the policy pledge page on his fundraising site, Kwon Youngguk to kwonyoungguk.com, and Hwang Kyoan to a YouTube video.